GM announced Wednesday their plans to wind down the HUMMER brand after a failed attempt to unload the brand to a Chinese company – but for those quick to jump on the “R.I.P HUMMER” band wagon, here are a couple things to consider.
First, HUMMER’s wind-down process is going to be similar to SAAB’s. We reported here in December that GM was going to wind down SAAB. Practically everyone at GM had written off SAAB once the press release was out saying that negotiations were at an impasse and the brand would simply go away. As we now know, the SAAB deal was resurrected and now looks to be on the path to completion.
The HUMMER team will still be in place during the wind-down process, and during that time, GM and the staff will entertain any offers that come in. This wasn’t the case with Saturn. When negotiations to sell Saturn to Penske Automotive fell through, the entire idea of selling the brand was taken off the table. The fact GM is still willing to entertain offers for HUMMER that come in during the wind-down process shouldn’t be overlooked – which many (including us) did with SAAB at the time.
We don’t want to seem like we’re in denial of today’s news – we’re not. Today’s news was not a step in the right direction and things don’t look promising. All we’re saying is don’t give up all hope – it’s not over yet.
“Just like our vehicles are capable of overcoming major obstacles and gnarly terrain, so is the HUMMER brand,” said Carl Zipfel, HUMMER’s lead designer. “When off road and you get hung up or stuck you don’t just get out and walk away. That is why we won’t do that now with our brand…. Just look at the Saab deal as an example. We are not dead, might just need a winch and a buddy. Keep the faith.”
Carl’s comments echo those from 22-time Baja 1000 winner and Team HUMMER patriarch Rod Hall from yesterday: “I have won a lot of battles and races by not giving up.”